Blog post by: Sarah Schrader, Baer Performance Marketing’s Social Media & Creative Specialist
You’ve set up your company page on LinkedIn. Now what? Your company page will allow you to take advantage of the many opportunities that LinkedIn can provide, including a place to post jobs and reach prospective employees, share updates on your company, and reach potential clients. Here are a few things to be aware of on LinkedIn.
Make sure your company profile is complete.
On the admin view of your page, under overview, you will be able to provide information about your company. This includes a company description, specialty tags, website, location and more. Completing all sections of your company overview and keeping it up to date allows your page to become more searchable.
Under this section, you will also be able to add a company image and cover image. It is best to use your logo for the company image, but you can experiment more with the cover image by showcasing your team, services or product, or even location.
Being active on your company page will help prospective customers and employees gain confidence in your company. Consistent posts of valuable content will also create loyal followers of your business page who will share your posts and increase your reach. To be clear, though, LinkedIn is a professional network, so the content you post should be tailored to such an environment. LinkedIn is not Facebook. Here are a few types of post types that are well suited for LinkedIn.
- Testimonials and case studies
- Recent blog posts
- Upcoming events your business is hosting
- Services or products you offer and their benefits
You may also notice that posts that perform well tend to stick around a little longer in the update feed of those who follow your page. It is not uncommon for a post that is two weeks old to show up in the feed, even before something posted a day ago, if it is performing well and relevant to those viewing it.
You can see a quick overview of how your posts are performing under the updates section in your admin view or in more detail under the analytics section.
Budget some advertising dollars for LinkedIn. Aside from sharing company updates through your personal LinkedIn and promoting your company page elsewhere, like on your website, you may notice that organic reach can be a bit difficult to obtain when you are first getting started. Setting aside advertising dollars for LinkedIn allows you to increase a post’s reach by targeting a certain audience. On LinkedIn, this is called sponsoring a post. By sponsoring a post, you can target a certain geographical location, industry, job title, degree, age and more ensuring you reach your desired market. When you reach the right audience who sees value in the content you are posting, they will follow your page and help increase your organic reach.